A new lifestyle media brand for upscale men

This new brand was designed to attract the hard-to-reach audience of upscale men.

A deep-dive using consumer research gave insights into the target consumer’s mindsets
from which a consumer profile was developed and that became the basis for the brand strategy and creative vision.

We landed on the perfect name, MOJO, which is that energetic feeling you have when you are living your best life, and we spun that into the look and voice of the on-air branding, show promotion, digital presence and 360 marketing.

 

MOJO’s sophisticated, masculine and edgy branding was an instant hit with its highly coveted, upscale male audience and succeeded in attracting advertisers and media partners that drove major advertising revenue growth in record time.